In the rapidly evolving landscape of television and digital entertainment, European broadcasters are more and more using Hybrid Broadcast Broadband TV (HbbTV) to stay relevant and competitive. In fact, almost all retail TVs sold in Europe are HbbTV capable, and broadcasters are leveraging this to deliver enhanced content and improved monetisation across their viewer-base. Nevertheless, a significant repercussion of this development is the potential disadvantage for pay-TV operators. HbbTV, as a technology, establishes a direct connection between the viewer and the broadcaster, thereby undermining the operators’ control over subscribers and redistributing certain opportunities from the operator to the broadcaster. To counter this, pay-TV operators need to decide on their own HbbTV strategies. They can choose to “embrace and enhance”, or they can choose to continue to ignore HbbTV. Some of the major reasons to implement HbbTV on operator-controlled devices may be: Enhancing Viewer Engagement One of the primary reasons why…